So, you’ve splashed out on a Facebook advert and you’re ready and waiting for the sales to roll in – fantastic!
However, other than noticing an increase in the number of hits your website is getting or the sound of ringing tills, how can you tell how effective that advert actually is?
And what can you do to make sure you’re getting the most out of it?
This is where Facebook pixel (and event tracking) comes in. Put in the simplest of terms, the Facebook pixel is a piece of code.
When it’s used on a website page and somebody visits that page, the pixel kicks into action and it alerts Facebook that a browser has visited that specific page.
The pixel can go on every page of your website – the more information about users visiting your website the better, after all.
Easy enough so far, right?
So how can this help you?
Now, let’s move on to what matters the most to you! What can you do with this information? How can you use the pixel to increase revenue?
As well as giving you general information about who has visited what page of your website, it can also be used to track when certain ‘events’ happen.
By events, we mean a website user taking a specific action such as ‘adding to wish list’, ‘adding to cart’ or using the ‘search’ function.
Once the pixel code is on your site, you can start to hone into audiences. You can target audiences based on which pages of yours they’ve already visited, those who haven’t visited your site in a certain amount of time, or people who have added an item to their wish list.
Being able to segment your audiences in this way will allow you to make your Facebook advertising efforts more effective. The ability to be able to differentiate users by specific pages visited is a great way to remarket to them in a way that is unique to them. It may even be the case that you have some supplementary products you can cross-sell to them and tempt them to come back for a repeat purchase.
When you know what actions your audience is taking, you can optimise your advertising.
Are your customers more likely to convert when they’re using their smartphone or their laptop?
The basic pixel will give you that information, allowing you to then target those users.
How about the ‘add to cart’ function? By knowing who has reached that stage but not made it all the way to payment, you can then remarket to those people – reminding them that they were close to buying something from you and prompting them to revisit and complete the purchase.
Event tracking is all about learning more about your audiences and then using that information to target them effectively. Once you’ve collected the data that tells you how many people have placed an item in their basket, Facebook can then use that information to optimise your adverts.
In other words, the data that the pixel has collected allows Facebook to show your adverts to the people within your audience that are most likely to perform that specific event, leading to a higher probability that they will return to your website and make a purchase.
The Facebook pixel is the basis of which all website traffic custom audiences are created from, having and using it is the only sure way of being a competent Facebook marketer.
Once these events have been set up and the pixel starts collecting data for these specific actions you can also use these to create custom Facebook audiences. This will then allow you to optimise your ads further, tailoring the copy and ad creative to those individuals who made a specific action onsite.
For example, you may be able to tempt users who added to cart but didn’t purchase to come back and spend money with you by offering a discount code or free shipping code. If you wish to target people who made a website search you could target them with a Messenger ad where they can engage with a Chatbot and get the further information they require.
Once your pixel has collected enough data, typically over 1000 users worth, you can then use this data to create lookalike audiences. A lookalike audience is an audience made up of users who demonstrate similar behaviour and intent as the source. So, if your prospecting campaign is running dry and you need some new customers you can create a lookalike based off purchasers up to 6 months ago. The same goes for a variety of different actions and data that is collected by your Facebook pixel.
Event tracking can also be a great tool for optimising Facebook ads for value. As people visit your site and spend money Facebook collects this valuable data that can help your ad audience be optimised based on value.
Although it might sound complicated, Facebook pixel is really just about understanding how users of your website behave. Your Facebook pixel is also a great analytics tool for understanding your customers better. It may even highlight problems with your website if you can see only a small percentage of customers reaching the checkout, for example.
The pixel does all the legwork for you while you enjoy a boost in conversions and get the most out of your adverts.
We hope this information serves your business well 🙂